Written from the global brand frontline, we see the previously unseen perspective on what it was really like to build "Dirt is Good" for Omo and Persil globally - a celebrated case-study in creating global brands with an idea at their very core. We see the real trials, challenges and successes which confront international marketers the world over, told in a very personal and engaging real-time adventure. Each of the 10 chapters tells the real-life story of each stage of the journey. At the end of each stage, we see a sharp summary of the real, practical learnings.

About the Author
David Arkwright is the founding partner of MEAT, a global brand development agency that specialises in brand transformation to create emotionally compelling brand positionings. MEAT's clients include GSK, Bacardi, Unilever, SAB Miller and BP. Prior to this, he led the creation of "Dirt is Good" as Global VP responsible for Unilever's top performance laundry business.

Reviews
"A thoroughly inspiring must-read for all brand leaders - from the man that made it happen. A very different and most welcome addition for all ambitious marketers" - Ralph Kugler, former Global President, Unilever Home and Personal Care and Main Board Member. "One of the great brand stories of our time. You can feel the difference of someone who has really lived this as opposed to being a mere brand commentator. At BBH we always wished we could claim we had given birth to it. David can. Respect" - Nick Kendall, Group Strategy Director, Bartle Bogle Hegarty. "A testimony to the power of the idea. From re-birthing a brand in a notoriously competitive category...to congregating internal barons globally" - Theo Rodrigues, former Global Senior Vice President, Laundry, Unilever.



Book Information
ISBN 9781907794469
Author David Arkwright
Format Paperback
Page Count 104
Imprint LID Publishing
Publisher LID Publishing